Las nuevas redes sociales llegan a la campaña presidencial de Estados Unidos

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Las nuevas redes sociales llegan a la campaña presidencial de Estados Unidos

En la campaña de 2008, el uso de Twitter y de Facebook como herramienta de comunicación se consolidó. Los usuarios comenzaron a seguir a los candidatos, a interactuar a través de mensajes y a batir records de alcance con una sola foto. Sin embargo, el mundo de las redes sociales avanza a gran velocidad y ahora son otras aplicaciones las que ocupan a los usuarios. Aplicaciones que ya han llegado a la campaña presidencial de Estados Unidos para 2016.

Una de ellas es Snapchat. Desarrollada por tres estudiantes de la Universidad de Stanford en 2010, Snapchat permite el intercambio de fotos, vídeos y dibujos de entre 1 y 10 segundos de duración a una lista ilimitada de contactos. Según The Wall Street Journal, a finales de 2014 Snapchat estaba valorada en 10.000 millones de dólares. Los usuarios, en su mayoría jóvenes entre 18 y 34 años, siguen a sus conocidos, a famosos, a ciudades o eventos, y ahora también pueden seguir a sus candidatos.

El primero en sumarse a la red de la inmediatez (por la escasa duración de sus mensajes) fue el Gobernador de Wisconsin y candidato republicano Scott Walker, que subió dos vídeos presentando su candidatura y sus cualidades. Pronto se sumó también el Gobernador de Ohio, John Kasich, quien compartió un vídeo de aparencia informal antes de oficializar su candidatura.

Martín O’Malley, Rand Paul o Marco Rubio también han encontrado en Snapchat la forma de llegar al electorado más joven.

Otra de las redes más populares actualmente es Periscope. Comprada por Twitter el pasado mes de marzo por 100 millones de dólares, Periscope es una aplicación que permite la retransmisión en vivo y en directo de vídeos a todo el mundo. Como dice en su descripción, permite a los usuarios “explorar el mundo a través de los ojos de otra persona”.

Hillary Clinton fue la primera en retransmitir a través de la aplicación su discurso de Nueva York a principios de junio. Pero varios candidatos se han sumado a esta red “en directo”, entre otros, Jeb Bush que retransmitió una de sus últimas entrevistas.

Facebook, Twitter e Instagram siguen siendo esenciales en cualquier campaña de comunicación política pero el público más joven se actualiza al ritmo que lo hacen las redes. Y los políticos no pueden quedarse atrás.

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